Link building has changed and earned links through high-quality content that audiences genuinely engage with are now most important. The document discusses how to identify target audiences, create content they will like, and earn natural links through understanding audiences' interests and behaviors rather than paid or spun links that could hurt a site. The key is knowing specific audiences in detail to attract relevant links organically over time through great content.
3. We don’t have a
version like that which
is exposed to the public
[…] backlinks are still a
really really big win in
terms of quality for
search results
6. I am not denying that ‘bad’ links still work
Consistent, lovely, penalty free
organic growth
7. 72 links on different subdomains of this
site all with the anchor text “broadband”.
Spun content on splogs with exact
match anchor
Article
submissions
8. But I am saying that we have a choice
Organic improvement for a casino brand operating within the competitive ‘roulette’ sector through
just earned links
9. WE STILL NEED TO BUILD LINKS, BUT WE
NEED TO EARN THEM
14. Let’s create some
content that we think
people will like
Now let’s make that
content, put it in front
of people and hope
they like it
Let’s identify who our
audiences and
demographics are
Understand what
content they
consume, share and
how they behave
online
Based on this, let’s
create content they
are really likely to like
18. Some other free (or cheap) audience insight tools
Really badass
19. Less likely to convert now,
however a worthwhile long-term
audience
Likely to engage online
Aspirational
25-34
£35-£49k
Core
35-54
£50k+
Traditional
55+
50k+
Higher propensity to convert
Less likely to engage online
Most likely to convert
Least likely to engage online
Likely to engage Likely to convert
20. People who have played roulette or poker online in the past 3 months…
93% more likely to
be a male between
25-34
He’s also 87% more
likely to be a regular
cinema go-er.
Martial Arts
Teen Comedy
War
Rom Com?!
OK so links aren’t dead…but is link BUILDING dead?
I’m going to spend the next few minutes talking about a site that I imagine a few of us in the room will be familiar with…
So now I know have my offsite content engaging to a younger audience – it’s these who are active online, but make sure the landing page and conversion pages speak to the older demographic to unlock that potential
Pull some of those sites out.
(No real surprises there)
Lots of men play bingo – we’re NOT just looking at a housewife demographic
Paddypower & betfair absolutely doing the right thing creating sport related content, but don’t stop there. He likes LOTS of things. Create content around the TV shows he is likely to like.
He really likes these kind of films – maybe check new releases coming up in those areas and create content around those?